Boss: "Fruit. Westerners eat different fruit than Thai people. So when a coffee description in English mentions the name of a fruit, it doesn't always immediately register."
This is the second statement Boss said after he took his first sip of medium roasted SWC. "Apricot" was the first.
Neung, from Once Cafe in Chiang Rai, cupping Steve's Wild Coffee.
Then, with Neung, we began a discussion on the many variables related to describing the taste of coffee. The individual's sensitivity, cultural background and coffee-tasting experience for example. How do different machines affect the taste? The water? The weather? The soil, weather and growing conditions are constantly changing; how does a plant respond? It was only after Boss mentioned the word "apricot' that I became aware of the trace of tangy sweetness that he was referring to. And, after some thought, I think a young chiku fruit, not yet sweet, would be a solid comparison.
Beans on a plate on a blue and white patterned cloth.
The bottom line for the SWC Medium roasted, for this cupping, is that the texture is smooth and there is a slightly tannin taste as well as a hint of apricot. It is a flavorful drink by itself. Adding milk would likely mask this coffee's subtleties. We discovered peaberry beans among the flatbeans and this was a nice surprise! Peaberry, especially from northern Thailand is recognized as a quality bean.
The SWC dark roast was very similar to the medium roast, but with an additional taste resulting from a longer roasting time. The taste sensation, like so many, is difficult to describe."Burnt" strikes me as being too strong of a word. The flavor is not really "smoky", either. Well-roasted is a phrase that could be used, but it does not contain any specific description of taste. The beans look like smooth glossy stones, and this is because the roasting process brought some of the oil to the surface. An excellent post about roasting is here, on The National Coffee Association USA website.
The last version of SWC we cupped was a mix of 80% dark with 20 percent of an extended roast. The beans were dark and oily, as more oil was brought out because of the longer roasting time.
It tasted energetic to me, a little bit "burnt", a little bit fruity, a smooth but "buzzy taste"; energetic. This latte was made from the 80/20 blend and it was pretty gosh darn good.
Created by Neung, at Once Cafe, Chiang Rai
I will need sometime to think about the short description for SWC. Having no experience, I can't really judge things like Dry Fragrance, Wet Aroma,Flavor, Finish, Acidity, and Body.Let alone the procedures scoring methods found here. SWC is wild, and I am still researching exactly what that means. Overgrown estate? Birds or animals ate the coffee cherries from the government-affiliated plantations and then deposited the seeds throughout the hillsides?
The "wild" part of this experience is what interests me. I briefly worked on a permaculture farm, and it seemed that the intent was to simulate an "uncivilized" growing environment, ie
the wild". The main reasons for growing in the permaculture style are taste and environmental respect. Now, I do not have the time to see for myself what wild means in terms of SWC, meaning I cannot go to the growing areas.
I will just have to make another cup and sit and write a description.
A photograph of a Pa O woman in the Coffee Traveler magazine displayed on the counter
This post is about my first cupping experience, which occurred on May 12, 2018, at Once Cafe in Chiang Rai, Thailand. I had discovered Once the day before the testing, by accident.Lucky! The barista was Neung (Matorose Plengsai).
Neung (Matorose Plengsai).from Once Cafe in Chiang Rai, Thailand.
She is deeply connected with coffee. Her husband is involved with the production of organic foods, including coffee: at one point he made his own roaster. Neung supervised the creation of Once Coffee, the signature of her cafe. In the course of discussing Once Coffee, it was agreed that I could bring some to Hong Kong, for a tasting event I am planning.
Here is my description of Once Coffee:
Made from Peaberry beans, Once is light-hearted and slightly fruity, yet powerful-- an excellent choice for lattes and cappuccinos. Organically grown, processed and roasted on a single estate in northern Thailand, Once is a blend of roasts: medium and dark. The blend is constantly monitored and adjusted to maintain Once’s signature flavor.
Once treats the people it is involved with fairly.
Let the cupping begin!
Once was cupped in the afternoon. The cupping for Steve’s Wild Coffee (the name for now, anyway) started at 8:30 AM. Besides Neung, we were fortunate to have Boss (Pattapong Valuvanarak), who manages a restaurant called Kafe Journal.
We had three types of Steve’s Wild Coffee (SWC). The beans are Arabica: a medium roast, a dark roast and a mix of 80% medium and 20% dark.
Like most coffees, the dark roast and the 80/20 mixture will work well with lattes and cappuccinos. No surprises there. The medium roast was judged to be very suitable for simple, hot coffees. Again, no surprises.
What follows are notes on what I learned, observed and thought about. I am a fresh arrival into this part of the coffee world. Also, the wild coffee is almost completely undocumented. So, we were in the rare position of being able to respond to what we were tasting with very few preconceived ideas.
I should state that wild coffee is a new venture by a company with over forty years experience producing high grade organic teas. It is not a secret who they are, and I will later identify them, especially on all packaging. They are now applying for a USDA organic certificate.
Once Cafe, in Chiang Rai, Thailand. The first cupping of Steve's Wild Coffee.
So... the cupping!
Neung opened the medium roast, and Boss spread some beans out on a plate. He picked something up, showed it to Neung and they laughed. “Elephant ears”, he said. Elephant ears are shells of beans that are empty. I looked, and yes, the shell of an empty coffee bean looks just like the ears of an elephant. Boss showed me another bean that had a tiny hole in it. “An insect ate some.” I made a mental note to find out why this was bad. Psychologically, perhaps it is not good, but in terms of the coffee making process, why is it bad? There was no insect, of course. I wonder if, by eating the coffee bean, the insect allowed air into the heart of the fruit. This would mean oxygen being added into the fruit’s “manufacturing process”. Perhaps this is the reason for the rejection. The coffee is roasted, which kills bacteria and other micro-organisms. Simply, I must learn more about insects eating coffee beans. Is it a cosmetic issue, or something more?
No fungus was detected and the other beans which were rejected were chipped, a common fault. But again I wonder if this is cosmetic or something more serious. Could it be that the chipping results in the bean drying out in that area and losing flavor?
This is a draft. A different, final version of this story will appear in Coffee Traveler magazine later this year. If you know of any examples of AR being used in the coffee industry, do let me know!
Coffee and AR: Prepare for Impact!
Augmented Reality will soon be everywhere.
How can the coffee industry prepare itself for this
revolutionary new technology?
2017 can be considered the start of Augmented Reality. Six hundred million iPhones became enabled for AR. One hundred million Android users also gained AR functionality. Facebook, Microsoft, Intel and other companies released or improved AR products. Time magazine, in an issue guest-edited by Bill Gates, used AR on its cover. There is no doubt that AR will become a very, very big thing, as common as GPS.
But what is AR, Augmented Reality? And, in what ways will AR impact the coffee industry?
AR is a technology that combines digital data with the physical world. The digital data can be sound, text, graphics, video or 3D models (like what you see in many computer games.) The ”physical world” can be as large as the Sydney Opera House or as small as a matchbox: books, table tops, living rooms and parks-- anywhere! At present, AR can be experienced with phones and tablets, though special glasses, like Microsoft’s Hololens or Google Glass may become common. AR is used for industrial, educational, medical, entertainment,research and other purposes.
The first huge AR success was Pokemon GO, which hides digital creatures in real world locations. With Ikea’s AR app, customers can put digital furniture in their real homes, allowing them to select the best color and size. Coca Cola and Boeing, like many companies, use AR to aid in the repair and maintenance of machinery.
An Australian wine company called 19 Crimes created an app that allows the photographs on their labels to move, speak and tell stories. According to Forbes magazine, this AR app resulted in over one million cases of wine being sold, and an increase of volume sales by 60%.
AR is nearly unlimited; it can play audio, interact with users, function like GPS, display graphics, photos, videos and more. AR gamers fight flying spaceship battles in their bedrooms. In restaurants, menu applications by KabaQ display AR models of food.
Starbucks, whose first AR project was launched in 2011, recently created a “coffee wonderland” in Shanghai. Called the Roastery, it features a number of AR experiences. Its centerpiece is a huge copper vessel covered with almost three thousand hand carved Chinese seals that tell the story of Starbucks. Using AR, visitors can “look inside” the huge structure, and see the beans being poured in, roasted, and then finally transported through copper pipes to the coffee bars.
Because they have come to the Roastery specifically to experience,and learn about coffee, visitors are likely to download the digital tour guide. There is also a QR code version. When planning to make an AR app, the first issue is: download or not? The second being the Apple/Android issue.
An augmented reality app is used in the new Starbucks Roastery in Shanghai, China. Photographed on Friday, December 1, 2017. (Joshua Trujillo, Starbucks)[/caption]
It is a wonderful idea to create a customized AR app, what is called a “native” app. However, potential users may be discouraged by file size and download time. A native app may not be the best choice at trade shows or public spaces without high speed wifi. Fortunately, not all AR requires a native app. And, there is WebAR, which works on both Apple and Android and does not requirea download, only a link.
The Roastery chose AR because it was the best solution-- not because AR is trendy. Perhaps they could have used video monitors- but how many? And where to position them? Plus, visitors would not be able to pause, replay or start the presentation.
photo by Eva Yoo. Used with permission
Location: companies with big budgets can create AR experiences for large spaces. Snapchat put giant AR sculptures by Jeff Koons in front of the Eiffel Tower and in Central Park. Waterloo Station was the site of an AR game created by Cadbury, and AR rhinos roamed in the Rotterdam train station, thanks to National Geographic.
Augmented Reality is now used in homes, factories, airplanes, and living rooms. It is becoming a new medium, like radio or television. AR is becoming an artform and, in advertising, AR is connecting producers and consumers in new ways. It will be interesting to watch the seeds of AR grow in the world of coffee.
Stephen Black is an artist, writer and producer. He is now completing a novel about an archild, an AR software that looks like a ten-year old girl. His startup aims to be the Pixar of AR. Look out for Bubiko Foodtour! www.blacksteps.tv
A very special thanks to Antony Vitillo for technical proofreading and great ideas galore. Antony’s blog is called The Ghost Howls
(http://skarredghost.com). He is a consultant at New Technology Walkers
Photo of phone/Chinese seals: courtesy of Starbucks
Risk is what differentiates business from entrepreneurship, separates art from craft. It is said that the greater the risk, the greater the rewards. I hope this to be true: last year, my partner and I took the biggest risk we possibly could.
A visa complication presented us with a choice: we could return to our homelands or we could do a research and networking tour of Southeast Asia, focusing on food, AR and VR.
We decided to tour. We had only the clothes we were wearing, no computer, no significant savings. No firm plan, only ideas.
That was a year ago.
- I have completed the first draft of Eating Where Orwell Ate, a collection of stories and essays about Singapore, Malaysia, Indonesia, Thailand and Myanmar.
- We have a database of food, restaurants and culinary experiences. A sample.Bubiko Foodtour has been launched on her journey to AR superstardom.
- We have established a physical and digital network of individuals, associations, companies and educational that are genuinely interested in AR.
- We have characters! Bubiko Foodtour, Secret Donut World and The Dobots(with David Severn) and The Dundercats(with permission from the IP owners).
In short, the past year has been extremely productive.
I will be giving a presentation at the February session of the Sundowner networking event at the Sasin School of Management. Sasi is an AACSB and EQUIS accredited business school founded in 1982 through a collaboration among Chulalongkorn University and the Kellogg School of Management and the Wharton Business School.
Here is the info:
AR: An Introduction for Entrepreneurs, Adventurers and Artists
There will soon be over a billion AR-friendly phones and devices. This presentation explains what AR (Augmented Reality) is, and discusses noteworthy projects, ideas, business models and artworks. The AR-related investments of Google, Apple, Microsoft, Epson and Facebook have created a frontier full of possibilities. Are you ready?
About Stephen Black
An American who has spent most of his life in Asia, Black has worked for Fuji TV, France 2, Fox, CNN and Cartoon Network, as well as with exceptional musicians, artists and writers. He is experienced with the creation of 3D games, and has taught gamemaking classes. He is also an established visual artist with a BFA in Photographic Illustration from the Rochester Institute of Technology.
With Eugene Soh, Stephen curated SPOKEN, a virtual art exhibition. With hiverlab, he wrote, produced and starred in Beach Road, a 360 VR film which was featured at festivals in Brisbane, Las Vegas and Singapore.
Stephen has written eight books, including i ate tiong bahru, a bestseller in Singapore. His next book will be Eating Where Orwell Ate, inspired by his 2017 Southeast Asian AR research tour. Its cover will feature AR.
Stephen enjoys helping Bubiko Foodtour research mango sticky rice. His website is www.blacksteps.tv
Artist/writer/AR startup founder Stephen Black's photo notes for a story to be featured in Eating Where Orwell Ate.
The documentation began about 10PM on December 24, 2017 and lasted for about 24 hours.
- the act of viewing. AR can become a form of performance art on a private, intimate level
- a companion piece: Duchamp's urinal.
- the "lighthouses"(galleries, theatres and museums) that are no longer the dominant guides for social and cultural navigation. AR, GPS and social media, viewed on glowing phones and tablets, are replacing ivory towers. Decentralization is the future. 19 Crimes exemplifies the future of art.
Stephen Black presents TREE, 12 images symbolizing his thoughts and experiences of 2017.The year was spent experiencing Southeast Asia: Singapore, Malaysia, Indonesia and Thailand.The images themselves are usually abstract, and are accompanied by short texts that connect to topics such as food, AR, social media and world events, as well as personal experiences.
Beach Road, Stephen Black's short film, was recently featured in the Singapore National Museum's VR Showcase.Black has worked for media giants such as Cartoon Network, Fox, Fuji TV and France 2, as well worked on small indie projects. Black co-founded 3how, a music/performance group that has released one CD, as well as appeared at the Singapore Night Festival and other festivals in Singapore. A bestselling author, he is now working on a new book called Eating Where Orwell Ate.